OSRAM UK (Trade)
PRODUCT(s): Lamps: Fluorescent, CFLs, Metal Halide, Tungsten, Halogen and LEDs
AUDIENCE(s): Professional Electricians, Electrical Contractors and Wholesalers
HOW WE HELPED ELEVATE THE BRAND…
Smart Thinking: Trade marketing programmes to stimulate sales through the supply chain and OEM customers. Contractor Trade Day Events.
Advertising: Trade & technical – press & online
Design: Product / promotional literature and point-of-sale
Digital: campaign microsites, banners, MPUs & skyscrapers
Trade Promotions: ‘Sell-In’ (wholesaler) and ‘Sell-Out’ (contractor)
CHALLENGE: Supply chain relationships are business critical…
OSRAM UK’s primary route to market is through the traditional electrical wholesaler supply chain; some wholesaler groups having up to 400 branches nationwide. In short, supply chain relationships are business critical, often requiring a tailored promotion.
Contractors are also very fickle: not thinking about particular lamp products until they are needed on a job, and often showing very little brand loyalty at the trade counter.
A classic ‘impulse’ purchase so engaging with them in-branch is crucial, and a sale can simply come down to seeing and reacting to an in-branch tactical promotion.
SOLUTION: Free Prize Draws, Competitions & BOGOFs.
The development of a series of ‘push-pull’ trade promotions that incorporated several different techniques such as Free prize draws, competitions and BOGOFs.
Promotions were also used as an incentive to encourage contractors to switch from old to new product technologies, i.e. replacing old ‘mercury-filled’ T12 lamps with more energy efficient OSRAM T8 Lumiliux lamps.
As the custodians of the OSRAM UK brand, we designed and built the original www.osram.co.uk website, plus managed extensive trade advertising activity through the adaptation of German based copy within press and online channels.
RESULTS: OSRAM UK experienced a measured increase in product sales/orders during each campaign period
• This led to the creation of quarterly product promotions throughout the year
• The Sell-In promotions created brand advocates behind made trade counters
•The Sell-Out promotions delivered increased sales over the counter and were used as an effective tactic to encourage trial purchase of new product.The Contractor Days proved extremely valuable, giving OSRAM the opportunity to talk direct to customers and to hear feedback about new product launches from the actual installer.